虚拟社区用户持续使用行为的影响因素研究

发布时间：2018-04-01 16:30

本文选题：虚拟社区　切入点：期望确认理论　出处：《河北大学》2017年硕士论文

【摘要】：近年来,虚拟社区发展迅速,虚拟社区的类型也是不尽相同。虚拟社区不仅是一种新型的组织形式,还为用户的信息交流提供了便捷的平台。随着虚拟社区的不断涌现,虚拟社区成员的使用一直是众多学者与虚拟社区经营者关注的焦点,如何维持社区成员的持续使用已经成为当今企业营销计划的目标。本研究的对象是兴趣社区,兴趣社区是指一种跨越时间和空间的网络空间,其中聚集相同兴趣的用户进行某一特定话题的互动讨论。综合前人理论的基础上,本文以期望确认理论、社会认同理论以及社会临场感理论来建立虚拟社区用户持续使用行为的模型,并进行量表内容和题项的修改得到问卷。通过互联网发放问卷来收集数据,并利用SPSS18.0进行数据分析得出结论,同时对平台供应商提供意见。经过分析发现,感知有用性和社会临场感对满意度均有正向的影响,用户的感知有用性对其社会认同有积极的作用。社会认同及满意度作为中介变量,对持续使用意愿有正向的影响。持续使用意愿对持续使用行为具有正向的促进作用。因此,虚拟社区平台商要想提高用户的持续使用率,可以:增强用户的归属感和认同感,引起他们的共鸣;采用交互式媒体工具,来增强社区的画面感和用户之间的互动性,通过社会化代理所具有的的前摄性互动内容和方式来提升用户的临场感;重视社区内容的趣味性以及信息分类种类,来增强用户的满意度。论文的创新点在于引入社会临场感理论来分析虚拟社区用户行为,因为社会临场感理论多用于在线学习或幻想(在线游戏)社区中,很少用于兴趣社区。此外,关于虚拟社区用户行为的现有研究多数集中在用户的使用行为上,而对于用户持续使用行为的研究较少,本论文研究虚拟社区用户的持续使用行为。
[Abstract]:In recent years, with the rapid development of virtual community, the types of virtual community are different. Virtual community is not only a new type of organization, but also provides a convenient platform for the information exchange of users. The use of virtual community members has been the focus of attention of many scholars and virtual community operators. How to maintain the sustainable use of community members has become the goal of today's enterprise marketing plan. Community of interest is a cyberspace that spans time and space, in which users with the same interests engage in interactive discussions on a particular topic. On the basis of previous theories, this paper confirms the theory with expectation. The theory of social identity and the theory of social presence are used to establish the model of users' sustainable use behavior in virtual community, and the questionnaire is obtained by modifying the contents and items of the scale. Using SPSS18.0 to analyze the data and provide advice to the platform supplier, it is found that perceived usefulness and social presence have positive effects on satisfaction. The perceived usefulness of users has a positive effect on their social identity. As an intermediary variable, social identity and satisfaction have a positive effect on the willingness to use continuously. If virtual community platform vendors want to improve their continued usage, they can: enhance their sense of belonging and identity and resonate with them; and use interactive media tools to enhance the community's sense of screen and interaction between users. Through the proactive interactive content and ways of social agents to enhance the user's sense of presence, attach importance to the interest of community content and the classification of information, The innovation of this paper is to introduce the theory of social presence to analyze the behavior of virtual community users, because the theory of social presence is mostly used in online learning or fantasy (online games) community. In addition, most of the existing research on user behavior in virtual community is focused on the user's use behavior, but there is little research on the user's persistent use behavior. This paper studies the user's persistent use behavior in virtual community.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F274

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